SXSW 2011 Recap

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Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved SXSW 2011 Real Branding Emerging Platforms Insights & Takeaways Monday, May 2, 2011
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Upon returning from 2011 South by Southwest Interactive (SXSWi) event in Austin, TX Tarah Feinberg and Mark Silva of Anthem Worldwide provided this recap to the company. In this presentation we also do a bit of deeper dive assessment of emerging companies/platforms based on the information we were provided, an experiential audit and a briefing matrix we apply for our practice. You can follow Tarah on Twitter @TarahFO and Mark @MarkSilva

Transcript of SXSW 2011 Recap

Page 1: SXSW 2011 Recap

Proprietary and Confidential ©2011 Real Branding, Inc. All Rights Reserved

SXSW 2011Real Branding Emerging Platforms

Insights & Takeaways

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WHAT STOOD OUT?

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KEY TRENDS & THEMES‣ GeoSocial‣ Abundant 3rd party Foursquare API innovation (reminiscent of Twitter)‣ Recommendations (food, events, etc.)‣ Nightlife & Dating

‣ Gamification‣ Transmedia‣ Photo Sharing

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LEADERS (BY TWEETS)

http://tcrn.ch/hSsZ2J

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STANDOUT BRANDS

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BEST PARTIES & EVENTS‣ Foursquare plays foursquare at PepsiMax lot all week‣ 140 Characters Conference (#140conf) cocktail party‣ Startup RV‣ SimpleGeo‣ Foursquare official party‣ Foursquare/PepsiMax Big Boi concert‣ Hashable/Groupme Party‣ Crowdtap launch party (Mr. Youth)‣ Big Bang Bordello Party with True Ventures and Tunehopper

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THE APP WARS

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THE PEOPLE’S CHOICE: BEST 24 APPS AT SXSW 2011

Instagram 65%Foodspotting 65%Addieu 44%Foursquare 43%Yobongo 41%Hashable 38%WalkIn 37%GroupMe 36%Uber 36%Situationist 36%GroundLink 36%Neer 35%IntoNow 34%SWAGG 33%Fast Society 31%Skifta 26%Hurricane Party 26%Grouped{in} 25%Beluga 24%SCVNGR 23%HeyWire 23%Whrrl 22%Kik 16%Gowalla 13%

Per Opinionaided, free iOS survey app

Source: http://bit.ly/jhRVgO

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OVERVIEW‣ Group messaging application‣ Text‣ Calling‣ Share photos & location in chats

‣ Branded groups around entertainment and other commercial properties‣ Create as many groups as you want‣ Avoid SMS fees if using data‣ Free

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EMERGING PLATFORMS VETTINGTeam/stability & values Audience/demographic Distribution/pot. reach Engagement/connection Ext value/earned media‣ Created in May 2010

at TechCrunch’s Disrupt Hackathon‣ Over $11M in

funding: betaworks, SV Angel, First Round Capital, Lerer Ventures & angels‣ Co-Founder Steve

Martocci formerly of Gilt Group and Tumblr ‣ powered by Twilio‣ Won “Best Group

Messaging App” at SXSWi

‣ “Hundreds of thousands” of registered users‣ Over 1M SMS/day‣ Need specifics:‣ # regular users‣ User demos‣ Engagement w/

branded groups

‣ Users invite friends‣ Tap into brand-

relevant categories, events & conversations‣ Reach extremely

social, trendsetting early adopters focused on telling social groups what’s worth paying attention to

‣ Branded groups‣ Conversational‣ Brand awareness &

engagement

‣ No charge for branded groups yet‣ Few brands on

platform yet‣ Conversational,

entertainment-focused platform ignites network effect‣ GroupMe has

partnerships with major events (e.g. Lollapalooza) & is receiving a great deal of press

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GROUPME LEAD THE GROUP MESSAGING PACKGroupMe was the clear winner.

Beluga got a bump from the FB acquisition.

*Analyze this with caution - based on Twitter data

http://tcrn.ch/dMmdNN

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ASSESSMENT‣ Benefits:‣ Good UI & functionality‣ Works seamlessly with SMS if user doesn’t

have app/data service‣ Great value to user if data service

available

‣ Recommendation: ‣ Consider testing effectiveness for clients

• Tap into existing GroupMe events/partnerships

• Curate/promote relevant conversations

‣ Drawbacks:‣ Most useful at large events with many

activities‣ Member list not intuitive if using SMS‣ Like email reply all, generates unneeded

messages to whole group

‣ Main Competitors:‣ Beluga (owned by Facebook)‣ Fast Society‣ Party & dating apps (e.g. Hurricane Party)

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OVERVIEW‣ Social location-based gaming platform for mobile phones‣ Players participate in digital challenges (scavenger hunts) through real world activities‣ Earn virtual rewards (badges)‣ LevelUp: Earn real world rewards (discounts & deals)‣ Free

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EMERGING PLATFORMS VETTINGTeam/stability & values Audience/demographic Distribution/pot. reach Engagement/connection Ext value/earned media‣ Launched in July

2010‣ Over $15M in funding‣ $100M valuation‣ Founder, Seth

Priebatsch, is a serial entrepreneur who began founding companies with international teams at 12 (received $1M funding at 17)‣ Over 650 institutions

are building experiences

‣ Over 1M registered users‣ To be included as

native app on 4G Sprint Android handsets‣ Need specifics:‣ User demos‣ # regular users‣ activity stats‣ Engagement w/

and success of offers

‣ Over 20k locations with live deals‣ Activity posted to FB

& Twitter‣ Tap into brand-

relevant categories, locations & incentivize purchase decisions

‣ LevelUp offers businesses tiered loyalty scheme, incentivizing repeat visits ‣ Game‣ Daily/regular deals‣ Reach extremely

social, trendsetting early adopters focused on finding deals, having fun and telling others about it

‣ Platform not saturated by brands yet‣ Game & deal-focused

platform ignites network effect‣ Scvngr is receiving a

great deal of press

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SCVNGR CASE STUDY: BUFFALO WILD WINGS

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ASSESSMENT‣ Benefits:‣ Visionary, insightful, articulate leader‣ Some proven results with businesses‣ Earning = more meaningful incentives

than coupons & daily deals

‣ Recommendation: ‣ Build a test challenge on the platform with

a retail client who shares the target demo‣ Get familiar with user experience

individually

‣ Drawbacks:‣ Participants must download app‣ Gamification is fun, but not regular part of

daily activity for most‣ LBS privacy concerns

‣ Main competitors:‣ Foursquare‣ Facebook‣ Yelp?‣ Groupon/Living Social (for deals)

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OVERVIEW‣ Mobile digital business networking & relationship tracker‣ Connect with people using Twitter name or email address‣ Post and share who you meet with on Twitter‣ Introduce contacts to each other‣ Track who you connect with the most‣ Discover new people by seeing who your friends are meeting‣ Choose specific hashtags for different activities (e.g. #justmet, #beers, #raninto)‣ Free

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EMERGING PLATFORMS VETTINGTeam/stability & values Audience/demographic Distribution/pot. reach Engagement/connection Ext value/earned media‣ Launched private

beta in June 2010‣ Over $4M in funding‣ Founder, Michael

Yavondite: Quigo, Altavista, Juno‣ Streamlines business

networking & social interactions

‣ Digital media professionals‣ Advertising/

marketing professionals‣ Need specifics:‣ # users‣ User demos‣ # regular users‣ activity stats

‣ Mentions posted by influencers to their networks

‣ Connect with other technophiles‣ Act as trendsetter in

industry

‣ Streamline connections & follow-ups at industry events

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HASHABLE SXSWI 2011 INFOGRAPHICGary V was the most hashed

Most active type: “Founders” (27%)

Most Active Hometowns:1. Boulder2. NYC 7. SF

Peak Times: 12-3pm & 7-10pm

Full infographic: http://hashable.com/sxsw

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ASSESSMENT‣ Benefits:‣ Streamlined, paperless way to share

contact information‣ Record of who you met where‣ Automatically integrates connection

messages from connected accounts (Foursquare, Twitter) when hashtags are used

‣ Recommendation: ‣ Use for individual needs if it adds utility‣ Carefully consider when to post

connections to other social networks

‣ Drawbacks:‣ Participants must download app/visit site‣ Some consider these hashtag

communications spammy‣ Competing with LinkedIn, so doesn’t

integrate‣ Contact info usually incomplete

‣ Main competitors:‣ LinkedIn‣ Bump‣ Plaxo

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A VETERAN MAKES WAVES‣ Explore‣ Category‣ Friends’ tips‣ Popularity‣ Distance

‣ American Express SXSW Partnership‣ Users received automatic discount at POS with check-in

and linked account

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BRANDS @SXSW

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NOISE& SPAM

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PEPSIMAX

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FEDEX

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CNN GRILL

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UBER

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CHEVY

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AGENCIES

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KEY TRENDS & THEMES‣ Utility‣ Service‣ Fit‣ Entertainment‣ Food‣ Contests (especially the most Spammy)‣ Free

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OTHER HIGHLIGHTS

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USING SXSW RESOURCES FOR GOOD...FAST

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GAMESALADCreation: Drag & Drop - no coding required

Testing: on any iOS device

Portfolio Management: Submit to App StoreMarketing material creation

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KIIPReward gamers at point of achievement with tangible gifts

Launched out of stealth April 11, 2011

Currently discussing partnership opportunities for our clients

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LIPTON NATURALS@Lipton Lounge directly across from Convention Center

Conducted on-site interviews in Lounge & around SXSW Music

- generated original video series- amplified editorial content strategy

Drove large FB Fan and Twitter follower increase

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SXSWI 2011: DIVE DEEPER‣ Silva’s “Bubble or Bubbly?” panel: http://www.youtube.com/watch?v=GWZLx8Zcvrg ‣ Shiv Panel: http://www.youtube.com/watch?v=Xb9Kby9_NBQ ‣ PepsiCo Video w/ Silva & Lou Kerner: http://www.youtube.com/watch?v=nuFuS3dWGzE ‣ Brisk Panel: http://www.fastcompany.com/1743284/sxsw-2011-pepsico-panel-with-danny-

trejo ‣ Amazingly thorough, multi-media Storify account: http://bit.ly/fvtjZq‣ Photostream from Foursquare engineer: http://bit.ly/fnH7k2

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